How to Make Your Global Brand Irresistible to a Local Audience
It doesn’t matter how small your business is, it can still be global.
For example, if you’re marketing in English, millions of people all over the world can understand you. And whether you’re based in Australia, the UK, the US, Canada, India or Singapore, you are already global.
And having a well-established global business basically means having a well-established local business in many countries.
3 reasons to make your brand local
1) You can optimize your budget more reasonably. A local approach can help you focus on countries that will bring you more revenue. Sometimes it may be the case that your traffic comes from one country while your actual revenue comes from another.
2) People are more likely to respond in their native language. The truth is that people are more open to communication and sharing their opinion when they’re reached out to in their native language. And localization is a way to overcome language barriers.
3) Cultural traditions, tastes and preferences differ everywhere. Turkey and China don’t celebrate Christmas, so it’s best not to send them your Seasons Greetings newsletter. People in Israel work on Sundays, and are out of the office on Fridays. Graphics and visuals in Arabic countries can’t feature women – IKEA had a bad PR experience with this.
These are just few examples of the numerous cultural differences that you have to take into account if you want to target various countries. By paying attention to local cultures and traditions, brands can avoid costly mistakes, find local peculiarities, and get the most of out of them.
Ways to go local
Now that we’ve defined why a brand needs to go local, I’ll give some tips on exactly how to do this.
Pay special attention to content localization. If you’re posting the same content on different website pages, make sure you use hreflang tags to inform Google that this is not duplicate content, and these pages are intended for different countries.
According to the most recent report by SEMrush, hreflang conflicts within a page source code in 58% of 20,000 multilingual websites that have been analyzed. You can check that you’ve implemented the hreflang tag correctly with the international SEO report in the SEMrush Site Audit tool.
A page’s color choices, images, fonts, and the position of its graphics – it all matters and impacts the way people perceive your brand.
Keep in mind that Hebrew and Arabic sites need a totally different layout.
- Text direction
- “Previous” and “Next” buttons should be reversed
- The site’s entire layout should be flipped
- Bold, italic and underlined fonts could cause trouble
On social media
To ensure you’re not wasting your time on social platforms that your audience doesn’t actively use, you need to understand which exact networks are popular in your region.
You can do this with the help of BuzzSumo. Choose your targeted language and type in your keywords. Then take a look at how many times you’ve been shared on each social media platform. If you’re getting more shares on one particular platform, you Go to the full article.
Source:: Juff Bullas Blog